近幾年由於環保意識的抬頭,加上節能減碳、愛護地球的觀念驅使,自行車休閒活動在台灣掀起流行風潮。隨著此股風潮,從事自行車環台的人數亦逐年增加。事實上,自行車環台是辛苦且耗時的活動。究竟這項活動的吸引力為何,得以吸引眾多參與者不畏辛苦艱難、前仆後繼?基於前述,本研究以方法目的鏈模式(Means-End chain model, MEC)為理論基礎,經由軟式階梯訪談60位從事自行車環島者,不僅了解其參與此活動的背後動機,同時探討其如何藉由此活動獲得最終的目標。價值為消費者心中最渴望的最終狀態,因此,當一個人說出心中的價值時其實就是在說明其想要的內在的、生活的目標。故本研究核心目的在建構自行車環島活動的價值階層模式。研究結果除豐富相關文獻之外,並希冀提供自行車業者與政府體育主管單位推廣與規劃相關活動之參考依據。研究主要發現有三:(1)自行車環島活動包括12項活動屬性、18項結果以及8項價值要素。(2)最重要的三項活動屬性為「耗費體力」、「活動步調自由」與「騎乘時程與路線可自由控制」;最重要的三項活動結果為「自我蛻變與成長」、「體會台灣風土民情」以及「心情好」;最重要的價值為「成就感」、「自信」與「對台灣的認同感」三項。(3)提供四個體驗策略模組:「挑戰體力極限」、「愛台灣體驗旅程」、「具有團隊合作情感」、「享受樂活生活」給政府及業者推廣與規劃活動之參考。本研究將根據研究結果提出未來研究方向與實務意涵。
Over the past few years, road bicycle traveling to Taiwan has grown in popularity. Once a marginal activity undertaken by a few professional cyclists, it has now become a gradually accepted way for young people especially. As a matter of fact, this activity may be viewed as a sort of “Grand Tour” by cycling to Taiwan. Employing the Means-End Chain (MEC) approach, the objectives of this study were to identify the different benefits that participants derived from completing the Grand Cycling Tour and examine the means-end relationships that helped explain why and how tourists view these benefits as important. By using the “laddering” technique, a total of 60 subjects participated in one-on-one in-depth personal interviews and then the interviewing data were analyzed. The hierarchical value map (HVM) was drawn to show the relationship between the benefits and values associated with the cycling tourists’ experiences. The results revealed that accomplishment, sense of belonging to Taiwan and self-confidence were the three most important subsequent values that followed activity attributes and benefits, and also provided four experiential value modules for bicycle industries and the government. Managerial implications and directions for future studies were offered at the end to conclude this study.